Pets at Home debuts interactive online experience
Written by Chris Lemmon
Pets at Home has upgraded its online shopping platform with digital content firm Amplience, enabling features such as interactive video, shoppable content and user-generated commerce.
Through the new platform, customers will now be able to view items within banners, catalogues and videos, then simply click and buy their favourites without having to search for the items elsewhere on the site.
Over the Christmas period, the retailer added interactive elements to its festive landing page, including an interactive gift guide and accompanying shoppable video – which is a growing trend in digital retailing, with only 16 per cent of brands who currently have video content on their site, able to make their videos shoppable.
The retailer is also integrating user-generated commerce to the buying experience; meaning that shoppers can share social media posts of their pets with the business using a designated hashtag. These posts will form a web gallery from which shoppers can simply click-to-buy Pets at Home products that are featured.
Scott Jefferson, marketing director at Pets at Home, said: “We want to provide our customers with the most engaging experience possible whenever they visit our website, so investing in the Amplience platform made perfect sense.
“Shoppers quite rightly expect to enjoy themselves when they make a purchase with us, just as they would in one of our stores. Providing stimulating content in a variety of formats and simplifying the buying process are just a few of the ways we’re striving to be the best pet shop in the world.”